Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH GREEN ADVERTISING, GREEN TRUST, DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION PADA SKINCARE RAMAH LINGKUNGAN DI KALANGAN GENERASI Z

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  • Aliza Fahira,
  • Dita Puruwita,
  • Nofriska Krissanya
Aliza Fahira
Universitas Negeri Jakarta
Dita Puruwita
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta

Published 2026-01-21

Keywords

  • Green Advertising, Green Trust, Environmental Concern, Green Purchase Intention

How to Cite

PENGARUH GREEN ADVERTISING, GREEN TRUST, DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION PADA SKINCARE RAMAH LINGKUNGAN DI KALANGAN GENERASI Z. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 3761-3770. https://cibjournal.com/index.php/musytari/article/view/6958

Abstract

This study aims to examine the influence of green advertising, green trust, and environmental concern on green purchase intention for Garnier skincare products among Generation Z. The study used a quantitative approach with a non-probability sampling technique through a purposive sampling method. Data collection was carried out by distributing questionnaires via social media to potential Garnier skincare users domiciled in Jakarta City and meeting the research criteria, with a total of 240 respondents. Data analysis in this study used SPSS version 26. The results showed that green advertising, green trust, and environmental concern each had a positive and significant influence on green purchase intention. Theoretically, the findings of this study enrich the development of green marketing studies by emphasizing the role of these three variables in shaping environmentally friendly purchasing intentions among Generation Z. Practically, the results of this study provide recommendations for companies to optimize green marketing strategies, increase information transparency, and strengthen environmental education to encourage purchasing intentions for environmentally friendly skincare products in a sustainable manner.

Penelitian ini bertujuan untuk mengkaji pengaruh green advertising, green trust, dan environmental concern terhadap green purchase intention pada produk skincare Garnier di kalangan Generasi Z. Penelitian menggunakan pendekatan kuantitatif dengan teknik non-probability sampling melalui metode purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner melalui media sosial kepada calon pengguna skincare Garnier yang berdomisili di Kota Jakarta dan memenuhi kriteria penelitian, dengan jumlah responden sebanyak 240 orang. Analisis data dalam penelitian ini menggunakan SPSS versi 26. Hasil penelitian menunjukkan bahwa green advertising, green trust, dan environmental concern masing-masing memiliki pengaruh positif dan signifikan terhadap green purchase intention. Secara teoretis, temuan penelitian ini memperkaya pengembangan kajian green marketing dengan mempertegas peran ketiga variabel tersebut dalam membentuk minat beli ramah lingkungan pada Generasi Z. Secara praktis, hasil penelitian ini memberikan rekomendasi bagi perusahaan untuk mengoptimalkan strategi pemasaran hijau, meningkatkan transparansi informasi, serta memperkuat edukasi lingkungan guna mendorong minat beli produk skincare ramah lingkungan secara berkelanjutan.

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